Jermaine Dupri’s free fall

JD 45 Comments 0 likes

LOL!!!

Pop-rap’s most famous talent scout on rebound with downsized So So Def

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Not sure if you noticed, but Jermaine Dupri took down his billboard. The famous “Afroman” sign, which announced Atlanta as the home of his So So Def imprint, was unceremoniously removed more than a year ago after a decade plus at the I-75/I-85 connector. Dupri notes that it was an expensive ad, but contends its demise was mainly symbolic. “I felt like, it’s a new era in music,” he says. “A new era in life.”

After nearly two decades partnering with various major labels to develop some of urban music’s best-selling artists (not to mention going platinum himself), Dupri took his label independent last year. Ditching the deluxe working environments he’d long been accustomed to, he moved So So Def into his Southside Studios near Buckhead, and commenced operations with a skeleton staff. “Everything has been micro’d,” he says. “It’s a totally different business than it was three to four years ago. I don’t really have but, like, three people that work for me.”

He’s abolished his street team (Twitter is today’s street team, he contends) and does his own blogging. It may not be very glamorous, but Dupri says it’s worth it. For one thing, he’s finally able to get back to doing what he does best — turning nobodies into stars. Dupri once set the industry standard by developing acts like Kris Kross, Da Brat and Lil Bow Wow; not only did he write and produce many of these young platinum rappers’ hits, he signed them, outfitted them, and crafted their images. “I create artists from scratch,” he says.

But that’s not how things are done anymore. Instead of molding unknowns and putting massive promotional campaigns behind them, major labels are more likely to sign artists with an already-established regional fan base. It’s a cost-cutting measure that has made the traditional role of Artist & Repertoire all but obsolete. “Now, if you’re an A&R in New York, it’s like, let’s go to Atlanta and listen to what’s hot on the radio,” Dupri says.

Shuffling between companies like Arista, Virgin, and Island Records over the years, he became increasingly frustrated with his working environments, and was dropped as Island’s president of urban music in early 2009. He contends they fell out largely because the label wouldn’t release music from So So Def’s artists. In fact, much of Island’s top brass didn’t even so much as listen to Dondria, a Sachse, Texas-bred crooner he discovered and championed, he says. “Many of them never even went to YouTube to understand her, or pay attention to what attracted me to her,” he continues, adding that So So Def artist/songwriter Johnta Austin was similarly ignored while his music sat on the shelf, going stale.

“There are probably more artists signed with no record out, than people with a record out,” Dupri says. “The companies are not created anymore for people that are visionaries.”

Now that he’s gone independent, he can release his artists’ music on a timely basis. Dondria — who was recently added to the Trey Songz/Monica fall tour schedule — will release her debut, Dondria vs. Phatfffat, August 3, he says, and works from Austin, Detroit singer Brandon Hines, and Atlanta (by way of Dayton, Ohio) rapper Jola will follow.

Dupri’s rift with Island was also reportedly sparked by low sales from his longtime girlfriend Janet Jackson, whose 2008 album Discipline — which he executive produced — failed to go gold. Her subsequent concert tour was aborted early, and she parted ways with Island shortly before he did. Dupri declines comment on the situation (“I can’t really talk about that”), and seems to deny that the pair have broken up, despite numerous reports to the contrary last year. “That’s an assumption,” he says.

He also made waves in a recent Vibe interview, in which he dubbed Usher “disrespectful” for not asking him to executive produce his albums after the success of Confessions, and expressed disappointment that none of his songs made Mariah Carey’s last CD. Dupri contends the statements were blown out of proportion: “I can’t control people’s lives, I don’t even really care. The artist will do what the artist wants.” Though he’s currently working on Carey’s next album, Dupri says he’s “more focused on creating new artists with So So Def than established artists.”

Just getting warmed up, he also offers his thoughts on changes in Atlanta hip-hop in recent years. Everyone nowadays thinks they have what it takes to be in the industry, he gripes. Even worse, the city’s strip clubs are no longer reliable testing grounds for new music. “That’s been destroyed with payola,” he says. “Now [a DJ] will play his man’s new song, or a record somebody paying him to play.”

But make no mistake, Dupri’s not throwing his hands up in despair. After all, the godfather of Atlanta pop-rap, a former teen break-dancer who was taught to rap by MC Shy-D, is still in his mid-30s. The taste of music fans will continue to change, but one suspects that his role as a tastemaker will not.


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45 Comments

  1. You’re so underrated Jermaine…but its all good!!!! They can’t touch your accolades or your desire to continuously create your own lane in this fucked up gimmicky industry. Keep doing you homie; the lifers got your back!!! #BIEM

  2. Excellent article fam!

  3. Interesting article. Alot of people are gonna be left behind…once again you are ahead of the industry.

  4. Hi JD. Check out this guy http://bit.ly/9OCjah He has IT.

  5. I luv ur honesty…

  6. Really this means……..get your fans up people and then one day you may be noticed unless you pull a Deb Atney and get 50 stacks a show and not have a single plaing on the radio….Now that’s street hustling!!!!!!!!!

    #DebAtney

  7. Jermaine that’s an interesting article. Are you ok with everything thay’s written tho? Maybe you are if you posted here. But then again its a great convo starter too to see how your Lifers think. Anyhoo, I’m rooting for your success. Keep being a visionary. We need visionaries to move things foward. T

  8. Whoops! That “T” means nothing. Trying to type on Blackberry and these nails are hitting buttons they shouldn’t.

  9. vc é nota milllllllllllllllllllllll!!!!!!!!!!!!!!!!!!

    manda um salve para o 50 cent!!!

  10. all i have to say is keep doing what you do. remember you keep this r&b/hip hop shit relevant holla.

  11. This industry is a cut throat business, no doubt about that! I feel as though with the artist JD help develop and imaged(i.e Escape, Bow, Jagged Edge, Da Brat) that these labels would actually pay attention to what JD was trying to do. Now that Dondria is on the rise, the mutha fucks are going to see exactly what he was helping them do. JD was a pioneer of the down south movement that started way before 2000’s, personally from the years of 92- 2003 every at least 2-3/7 songs on the Radio, JD backed. Alot of producers and songwriters/ execs cannot over look his business mind and his senses of talent. Im glad he went that indie route, cause i believe now he owes no one a explanation!

    Eyece
    http://www.myspace.com/deeandte

  12. JD I love you to pieces but to say that it’s an “assumption” that you and Janet have broken up…is hilarious! I mean…I want you two back together ASAP, but for crying out loud she’s over in Italy with another dude!!! (one who i don’t want her to be with, I might add) Anyway, keep up the good wrk and go get you woman back!

  13. It’s a great writeup and right on point! It’s funny how the industry (record execs) catch up and jump on the bandwagon after the dollars are already made. JD’s success has always come as a result of staying ahead of the game. When JD pushed a kid that was called ‘Lil’ BowWow…he pushed hard with a vision in mind…then everybody and their mama had a “Lil” somebody on their label, WHO’S STILL RELEVANT?!!!-Thank JD
    Mariah Carey’s biggest hit to date, CONFESSIONS; excuse me he’s the General for a reason! I was watching the original “Welcome to Atlanta” on Youtube the other day…and laughed cuz JD don’t say it but he still the MAYOR of Atlanta! lol

    Every time I watch an upload of LTL I remember this, “If your success is not on your own terms, if it looks good to the world but does not feel good in your heart, it is not success at all. -Anna Quindlen
    Kudos for doing it on your terms!

  14. Wow that was a very interesting article………. And at least you told the truth some are signed to lables and don’t have records. Continue to do you. You on the right track and you ahead of everyone else BIEM!!!!!

  15. @Nik you wronggg, why u on here snitchin…LOL

  16. JD what the hell. LMAO Assumptions? Janet said she’s not with you. But you know her ass be lying. #icantFUCKINGdeal !!

  17. You and Janet are broken up. Thats why in interviews they bring up Wissam and not you. Nah i love u and all but *Ed lover voice* COME ON SON lmfao ….You dont get the credit u deserve..Janet dont neither tho…I see you coming strong with Dondria and I wish u nothing but success and keep up the in studio vids..LOVE EM LTL

  18. DEAD!!!! I can’t right now you all too funny lmfao

  19. YOOOOO!!!! Kandi: where you been ma? How you been?

    Mr. Jermaine Dupir *applause* I am very proud of you. Trhough all the years and all the success, you have managed to only get better and not arrogant. I admire that. We have seen you go through your rough times, and seen you in some of your best times, at least when it comes to the music. My dream is still to work with you. I’m not saying that just becase, I’m saying that because through all the moguls that have come and gone you are still standing, still teaching, and still looking for better success and challenges. I am happy for you and hope to see what you have in stores for us. Congrats on your many achivments.
    Olu

  20. Awesome article & obviously what’s real in JD’s world!!! Stay the tend setting beacon U’ve always been & eventually the industry will follow or be left behind!!! I totally appreciate realness & for all who do we needed to stand up and acknowledge the one who always brings it!!! Sosodef, BIEM!!!!!!!!!

  21. Ok one thing that bothers me is your mofo’s who try to shit on people and still suck on em. This aint no time to shit on JD about Janet, the article wasn’t about thier relationship. It’s about his success and career!!! He and Janet knows the deal about what they got going. F U C K what the media says about it.

    Like I said JD, congrats homie.

  22. I love ur statement Nik!!! I hope and pray for the samething 2.
    Jd I love ur work, I haven’t been excited about a new artist in
    a long time, I can’t wait 4 dondria CD.. Keep up the good work,
    sosodef let goooo!!!!

  23. wat up jd keep doing ur thing!

  24. @ Olu: PREACH!!!

  25. @Nik. I read that line in the article and was thinking the same thing. I’m confused, JD says that’s an assumption about their break up, how is that an “assumption” about JD and Jan when it’s the trutth, why else would she be on vacation in Italy with another guy?… If that’s your lady wouldn’t he be over there with her. I’m glad to see I’m not the only one who caught that. Great article though, keep doing your thing JD. Congrats to Dondria, Q da Kid & Johnta 🙂

  26. I support JD with OR without JANET. Step the fuck off cause you’re not proving anything.

  27. I’m with Jag we know how she is Lol. and you both have my support with or without each other

    Sosodef

  28. Yoy are still the BEST and they cannot touch you when it comes to hits. Stay UP

  29. That picture is funny as hell!
    JD all good things come to those who work hard. You know that better then anybody.
    Keep pushin! Liiiiiiiifffffffers!

  30. JD U’VE BEEN THERE DONE THAT AND GONNA DO MORE I’M SURE..UR AWESOME! 🙂

  31. I posted with an added paragraph or so at the beginning.

    http://thehiphopupdate.com/interview/jermaine-dupri-so-so-defs-new-spin/

    – C.A.

  32. YOOO Stacy: I have to for idiots. This is JD’s time to shine and for any idiot trying to rain on his parade, suck two cow dicks and swallow the nut you hatefull idiot!!! No names need to be said, but you already know who you are chump.

    JD do you ever plan on doing another solo album?

  33. very informal article..much love and respect

  34. Shout out to all the real Lifers such as my self, @Kandi, @AnitaLTL @Stacy, @Ja12Coo, @ShakeshaLTL and ther rest of the REAL LIFERS.

    Make sure to follow Globla14 on twitter and Johnta @Johntalsr, Dondria @Dondria, Tyrone @Tyrone1130, JD @LTLline

    LIFERS GETTING IT IN!!! DiiGG!!

  35. You know what, it is what it is with Janet and JD. But my thing is what’s up with the terrorist look’n muthafucka? JD whatch you do?……..LOL………..I seen pictures of this nigga with a full on Osama Bin Laden gear on. Head wrap and all. Okay.
    JD man Please go get yo woman. Before he blow up the whole united states. Cause I ain’t die’n for no ass. I mean ass is ass but you just can’t fuck with everybody.

  36. @Nik, Jan seems very happy to me..I don’t have a problem w/it, he seems like a “great” guy!

  37. This was an interesting article! When did they write this article b/c that’s the date mentioned for Dondria vs Phatfffat is the old one?

    The craziest thing to me is that you’re not even done yet JD! Great accomplishments are still in store for your future. I know you’re not worried about the negativity and speculations from everyone that does not know you personally that cannot speak on what goes on in your personal life. I’ll just end with this…… “May the saddest day of your future be the happiest day of your past”

  38. I enjoyed reading the article. I already know why you left Def Jam already. It’s just this article made more sense the others I’ve read last year.

  39. This article explained a lot… Very good article

  40. these articles are so mind boggling at times — for all we know he may have said that it was an assumption referring to the comment
    “Dupri’s rift with Island was also reportedly sparked by low sales from his longtime girlfriend Janet Jackson, whose 2008 album Discipline — which he executive produced”
    but it was made to seem he said something else !..
    Anyway JD great article ..we LIFERS knw what it is…

  41. @inthebeginning – You’re ignorant as hell.

    and JD how is it an “assumption” if Janet clearly said y’all aren’t together LMAO.

  42. It’s time to move on JD. I know it sucks 🙁 But it’s time. Janet has moved – reason why she’s currently in Italy with another guy.

  43. @inthebeginning

    He’s terrorizing that big round ass, that’s for sure! You mad?

  44. @Miss_Jackson23

    Glad people are digging the piece — written by Ben Westhoff and published this week in Creative Loafing (Atlanta). Some interesting ass comments over there, too. Check em out.

    Here’s the link to original story: http://clatl.com/atlanta/jermaine-dupris-free-fall/Content?oid=1748014

  45. Great article JD I was wondering when I went to Atlanta two weeks ago why I didnt see the infamous sign for SoSoDef was kinda disappointed. But in this time of recession a man’s gotta do what a man’s gotta do. Keep up the good work and I will continue to support you in your endeavours.

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